Hinge: Where Hinge Ends, We Begin, 1

Dating app Hinge and creative collective Birthday have debuted the campaign ‘Where Hinge Ends, We Begin,’ building on the ‘Designed to be Deleted’ platform with two previous European campaigns. It was produced by the Swedish production company Pine under the direction of the renowned Marie Schuller. The campaign shows couples getting closer in their relationships and destroying a fluffy mascot called ‘Hingie’ by deleting the app at the end of the spot. With a tailored, culturally sensitive narrative for Europe, the campaign spans film, social media, and digital formats. For key markets like France and Germany, separate versions were developed to capture cultural nuances.